Am I the only one who thinks not every brand needs to be funny on social media?

Unpopular opinion: Not every brand needs to be funny.

Yes, funny content performs.

Yes, memes get attention.

But that doesn’t mean every brand should try to be a comedian.

Sometimes it feels forced.

Like when a serious company suddenly starts using Gen Z slang.

Humor is a tone. Not a strategy.

If it fits your positioning, use it.

If you’re doing it just for reach, it shows.

Not every brand needs to be entertaining.

Some just need to be clear.

What do you think?

Comments

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Tanjiro_kamado1234zz•2 months ago•1

Completely agree nd "some just need to be clear" is the most underrated brand advice out there. The forced humor problem is almost always a symptom of chasing engagement metrics instead of serving the actual audience. A B2B compliance software brand trying to meme is painful to watch. Clarity nd consistency in tone - whatever that tone is - builds more trust long term than occasional viral moments that feel off-brand

Sad-Cantaloupe-7196•2 months ago•1

I totally get the point. However, I would still encourage brands to go with the trend. Anything that keeps the brand racking up numbers will always be welcome if I were an entrepreneur. Needless to say, over the years brands and businesses that have been rigid with their ideas always ended up losing relevance. They gradually disappear, it's almost like they never existed. So, it's up to the brand owner to find some balance between humor and professionalism.

SAT0725•2 months ago•1

People try too hard to be cute. Marketing -- and especially advertising -- is all about relevance. A big billboard with a photo of a new deck and copy that reads "BUY NOW. PAY IN 2027." will be way more effective for people looking for a deck than some silly billboard that shows a boxer on a deck punching a house with copy like, "GET DECKED WITH DECKS R US!" or something. Randos might think the later is funny, but most of them aren't buying decks anyway. The best marketing just says what the offer is in the right place at the right time to the right people.

That_Buddy_2928•2 months ago•1

10/15 years ago this REALLY worked and I leant in big on it, probably made my name on being able to run witty accounts that converted. Nowadays I steer clients away from it. I read a thing a while back that said ‘what is viral isn’t cool and what’s cool isn’t viral’.

Humour is an attempt to court that and you really shouldn’t bother.

wilzerjeanbaptiste•2 months ago•1

Cosigned. The forced humor problem is real, especially since the Wendy's and Duolingo era taught every brand manager that snark equals reach.

The thing people miss is that be funny isn't the actual lesson from those accounts. The lesson is have a clear, distinct voice that fits your brand and commit to it. Wendy's voice would feel completely wrong on a financial advisor's account. Duolingo's voice would feel weird on a bereavement service. The brands that fail at humor are usually trying to copy the voice instead of finding their own.

Clarity beats entertainment for most B2B and a lot of service businesses. Trust gets built through specificity and consistency, not through a meme of the week. If your audience needs to take you seriously to hand you money, being clear and useful is a way better long-term play than being a comedian.

FVStrona•2 months ago•1

I agree. Humor is handy. But clear, concise, relatable and creativity is more important in my opinion.

TiejaMacLaughlin•2 months ago•1

Totally agree.

Responsible_Cook2888•2 months ago•1

100% agree. Humor works when it’s natural to the brand, not when it’s forced for reach. You can tell immediately when a serious brand tries to act “funny” and it just breaks trust.

Clarity and consistency usually outperform random viral attempts. Not everything needs to be entertaining to work

localhost_101•2 months ago•1

I agree, tell me what's funny about making jest of the obsessed fellow because you are trying to ship a weight loss app.

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